Producer-Director Gunjan Hazarika told Digital Spy: "Being in production over the last several years, I sensed a void within the South Asian entertainment space, which I can say today is being filled by Cloud 9.

"Existing offerings across channels and the production standards have not been on par with mainstream, which always challenged my own talent. Zing has provided me with a platform to showcase this today. If you're a person that loves life, the ups, the downs, the people you meet and your surroundings, then you will absolutely love Cloud 9."

Composer Rishi Rich, who has produced music for Bollywood films including Hum Tum and Boom, has worked on the score of the series.

"When I was approached to work on the music score and theme tune for Cloud 9, I was very excited because finally there was going to be a UK soap on TV for British Asians," he said.

"When I actually sat down to compose the theme tune, I really enjoyed working on it as well as singing it. It was a great opportunity to showcase myself as a musician."

The marketing campaign for the series has seen the branding of a Cloud 9 London tube station and advertising of the show across 400 petrol stations pumps.

Cloud 9 airs on Zing, Sky 789 and Freesat 509. The program screens weekdays at 6.30pm with repeats at 10.30pm and an omnibus showing on Saturdays at 5.30pm.